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Business to Business

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Submitted By VickiWA2008
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Foundations of Research

RES 320

April 26, 2011

Patricia Moser

Abstract
The discussion of this paper will review The Neilsen Ratings System for television programming in the United States. The paper will specifically focus on the research studies for the Neilsen Ratings System. The goal of the paper is to explore these issues, incorporate the ideas and practices of the Neilsen Rating Systems and discuss the pros and cons of this research giant. . . . . . . . . . . . . . . . . . . . The Neilsen Rating System The Neilsen Ratings System began as a radio rating system by Arthur Neilsen. The Neilsen Rating System evolved to eventually analyze television data. In 1950, Nielsen moved to television, developing a ratings system using the methods he and his company had developed for radio (Levin, 2006). That method has since become the primary source of audience measurement information in the television industry around the globe.

Measuring Ratings The Neilsen Rating system is characterized as a syndicated data provider. A syndicated data provider tracks the change of one or more measures over time, usually in a given industry (Cooper, 2006). Neilsen Rating system makes a very lucrative business for the data that is presented to the entertainment industry, most importantly television. The primary system of measuring data for the Neilsen Rating system is by gathering data and the industry pays up to millions of dollars for periodic reports of data. Devices are used to gather the information. These devices gather the viewing habits of the home and transmit the information nightly to Nielsen through a "Home Unit" connected to a phone line. . . The technology-based home unit system is meant to allow market researchers to study television viewing habits on a minute to minute basis, seeing the exact moment viewers change channels or turn off their TV (Segal, 2007). Another term for this process is Neilsen using set meters. Set Meters are devices that hook up directly to the television in a persons home. These units transmit information directly to Nielsen. It can detect what is being watched, and can even determine the exact moment a channel is changed. Overall, it is a much more accurate reading than the Viewer Diaries.

Another measuring form that Neilsen ratings use for measurement as mentioned earlier are diaries from the selected viewers. In these diaries the viewer is asked to notate their television watching habits on a daily basis. This information is traced by Neilsen as a different form of measurement. Viewer "diaries", in which a target audience self-records its viewing or listening habits. . . By targeting various demographics, the assembled statistical models provide a rendering of the audiences of any given show, network, and programming hour (sic Levin, 2006). Neilsen relies on statistical sampling as a part of their data group. Sampling is that part of statistical practice concerned with the selection of a subset of individual observations within a population of individuals intended to yield some knowledge about the population of concern, especially for the purposes of making predictions based on statistical inference (sic Black, 2004). It is very important to make sure that Neilsen’s measuring styles have the same basic consistent components for the specified outcome. Television audiences vary in many different ways. So the overall process needs to be set specifically. At the same time Neilsen needs to acquire information on a wide basis and include all areas of the sampling group to include race and location. Demographics is another important measuring tool for Neilsen. Demographics is simply the characteristics of the human population. Most people think of demographics as by race or sex. It is common knowledge that men, women, and different races have a considerable difference in products and television viewing. For example Neilsen could rate men as a higher percentage of the sampling group for a home repair show. Likewise, women would be the higher percentage of viewing consumers on a cooking show. Some programs are more entertaining to

certain races and even locations of the country. But demographics can also include older viewers versus younger viewers and other areas that don’t stand out with the world demographics.
The Author’s Perspective on the Neilsen Rating System With all of the attention to detail that Neilsen represents for its television rating, the author agrees that the approaches used as mentioned above could give a somewhat ample perspective on the television statistics and audiences. But overall the author believes that this system is flawed due to the nature of the set standards of the Neilsen Ratings system. Diaries for the television audience seems like it would be a great way to delve into the perspective audiences points of view on television viewing. The author feels that video diaries give the perspective of a single viewer’s opinion versus the fact of the television being watched. These opinions cannot in no way reflect the entire sampling group because it is just that a subjective opinion. For example the Black hit show “The Cosby Show” was very popular on television. However in certain White areas that did not see Blacks as an equal citizen, it would not be watched or even be considered feasible. On the other hand in low Black income areas, the idea of attaining the law abiding wealth as Mr. Cosby as a lawyer is only a “pipe dream” due to the gang culture of the area. Set Meters as mentioned earlier in the report, are attached to homes with the connection meter directed to watching television from a television set. There are many other ways to watch television currently. It is common knowledge that internet sites like Hulu.com are within the legal rights to show television shows on the internet with the agreement of the network. These are legal transactions where places like Hulu.com can gather a large source of revenue. Not only is there revenue from the consumer purchasing a premium membership, but advertising during

the “free” shows is very lucrative too. Since you can watch television shows without the high cost of cable, sites like Hulu.com are becoming more of the choice for the public. There are also internet sites that show American television shows without honoring the legal rights of the networks. Since it is not within the United States, several of these illegal television sites show consumers they can watch television with no cost. With the way Neilsen is set up, this type of sampling group is not even considered in the ratings. Usually younger viewers are more apt to use the internet for television watching. For this reason shows that are considered popular are only based on one part of the sampling group, people that do not watch television on the internet. Even if a consumer does watch television there is another market that is being ignored. TiVo and other DVR devices have allowed consumers to watch shows that are different from the advertised times. The author believes this is a huge market that is being ignored. Families that have different schedules and other burdens, simply do not sit at the television every night at eight at night. Single parents do not always have the time to catch up in their favorite show. However with TiVo and DVR they can at any time. This consumer base has loyal television customers that are not included with the Neilsen rating system.

CONCLUSION

In conclusion, the author has presented the factual sampling style for the Neilsen ratings system that is currently used. The author stated how different mediums were used to gather the raw data to include diaries, set meters, and statistical sampling. Overall the author feels that the current approach of Neilsen Ratings for television is skewed due to demographic location, internet, DVR, and TiVo because it is not including an important and large base for the statistical

sampling. Due to the factors mentioned in this report, the author feels that Neilsen Rating System is not realistically showing the true sampling of television shows. For this reason even though the Neilsen Rating System has been doing this sampling the same way for fifty-years, it is time to “revamp” the sampling process. This is important because some television shows are being cancelled (or kept on) on the television schedule for incorrect reasons. Overall the author feels that since this is a skewed process, online internet viewing and DVD companies are reaping great profits from this false information as well as good television shows being not renewed . Neither of these processes are good for American Television’s future.

References

Cooper, Donald R. and Schindler Pamela, S. (2006). Business Research Methods, 9e

Chapter 1: Research in business. The McGraw Hill Companies.

Black, Ken. (2004). Business Statistics for Contemporary Decision Making (Fourth

(Wiley Student Edition for India) ed.). Wiley-India

Gaydos, Timothy. (2009). The Problem with Neilsen Rating’s System. Film and TV by Suite

101 Retrieved from: http://www.suite101.com/content/what-ratings-a157768

Levin, Gary. (2006). "Playback time for Nielsens". USA Today. p. 1D. (2004)

Segal, Andrea. (2007). "Nielsen Ratings: An Inaccurate Truth". The Cornell Daily Sun.

http://cornellsun.com/node/23180. Retrieved 2008-01-19.

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